Agencies In Middle East & Africa Get Five Gold Pencils In The One Show

May 15, 2026

Five Golds Pencils were awarded to agencies and brands in the Middle East & Africa along with the winners of The One Club for Creativity coveted 2026 One Show Pencil and Merit awards from 57 countries.

Announcement of Pencil and Merit winners was made in advance of the conclusion of Creative Week 2026 at The One Show 2026 gala awards ceremony in New York hosted by comedian and actor Leslie Jones, where Best of Show, Best of Discipline, special awards, and ‘of the Year’ honors will be unveiled.

Accenture Song South Africa Cape Town led the way in the region with three Gold Pencils, all working with Accenture Song for ‘The Philipstown WireCar Grand Prix’ on behalf of The Philipstown WireCar Foundation.

Other Gold winners in the region were Promise Johannesburg ‘Unwanted Sites’ for AfriSam in The Indies, Print & Out of Home, and Synthesis Agency Tashkent with Khabi Media Tashkent ‘Weight of Pain’ for National Agency for Social Protection in Moving Image Craft & Production, Cinematography – Single.

Agencies, studios, and brands in Middle East & Africa were awarded five Gold Pencils, seven Silver, 12 Bronze, and 41 Merits this year.

The One Show 2026 Pencil winners from the region, by country, are as follows.

Kazakhstan

Silver Pencil
– GForce Grey Almaty ‘Saltanat Light’ for Citix in Creative Use of AI, Creative Use of Data
South Africa

Gold Pencil

– Accenture Song South Africa Cape Town with Accenture Song ‘The Philipstown WireCar Grand Prix’ for he Philipstown WireCar Foundation in Gaming, Gaming for Good
– Accenture Song South Africa Cape Town with Accenture Song, and Accenture Song Content CGI Studio Hamburg Hamburg ‘The Philipstown WireCar Grand Prix’ for The Philipstown WireCar Foundation in Branded Entertainment, Branded Entertainment for Good
– Accenture Song South Africa Cape Town with Accenture Song, and Accenture Song Content CGI Studio Hamburg Hamburg ‘The Philipstown WireCar Grand Prix’ for The Philipstown WireCar Foundation in Integrated/Omnichannel, Integrated/Omnichannel Campaigns for Good
– Promise Johannesburg ‘Unwanted Sites’ for AfriSam in The Indies, Print & Out of Home

Silver

– Accenture Song South Africa Cape Town with Accenture Song, and Accenture Song Content CGI Studio Hamburg Hamburg ‘The Philipstown WireCar Grand Prix’ for The Philipstown WireCar Foundation in Integrated / Omnichannel, Craft – Use of Technology
– Accenture Song South Africa Cape Town with Accenture Song, Accenture Song Content CGI Studio Hamburg Hamburg and Giant Films Cape Town ‘The Philipstown WireCar Grand Prix’ for The Philipstown WireCar Foundation in Creative Use of Data, Data for Good
– VML South Africa Johannesburg ‘Mntana Ka Gogo’ for Vaseline in Social Media, Social Post – Single

Bronze

– Accenture Song South Africa Cape Town with Accenture Song Content CGI Studio Hamburg Hamburg and Accenture Song ‘The Philipstown WireCar Grand Prix’ for The Philipstown WireCar Foundation in Creative Use of Technology, Technology as a Creative Tool
– Accenture Song South Africa Cape Town with Accenture Song, Accenture Song Content CGI Studio Hamburg Hamburg and Giant Films Cape Town ‘The Philipstown WireCar Grand Prix’ for The Philipstown WireCar Foundation in Branded Entertainment, Craft – Use of Technology
– Joe Public Sandton ‘Street Nipples’ for Breast Cancer UK in Out of Home, Out of Home for Good
– Joe Public Sandton ‘Street Nipples’ for Breast Cancer UK in Public Relations,Public Relations for Good
– Joe Public Sandton ‘Easy To Get’ for Nedbank in Radio & Audio-First, Craft – Writing – Series
– Promise Johannesburg ‘Unwanted Sites’ for AfriSam in The Indies,Direct Marketing
– Promise Johannesburg ‘Unwanted Sites’ for AfriSam in The Indies, Campaigns for Good

– TBWA\ Hunt Lascaris Johannesburg with Post Modern and Darling Films Sandton ‘Save Our Stay (SOS)’ for City Lodge Hotels in Creative Effectiveness, Creative Effectiveness – Tourism/Travel/Transportation
Turkey

Silver
– CarrefourSA Istanbul with TBWA\Istanbul ‘Ghost Town for CarrefourSA in Design in Advertising, Out of Home – Brand Installations & Environments

Bronze
– CarrefourSA Istanbul with TBWA\Istanbul ‘Ghost Town for CarrefourSA in Design in Advertising, Brand Installations
United Arab Emirates

Silver
– Impact BBDO Dubai with Shiny Toy Guns Karachi and Karma Kollective Karachi ‘Child Wedding Cards’ for UN Women in Creative Effectiveness, Creative Effectiveness – Non-Profit Organizations/Charities/Education/Government

Bronze
– Leo UAE Dubai ‘Taste The Familiar’ for McDonald’s in Design in Advertising, Craft – Photography

– Memac Ogilvy UAE Dubai with WPP Media Essencemediacom Dubai and Melt Studio Dubai ‘IKEA Phone Sleep Collection’ for Al-Futtaim IKEA in Health & Wellness, Online & Mobile
– Saatchi & Saatchi UAE Dubai with Zenith Middle East Dubai and Prodigious Middle East Dubai ‘Ruby Blooms’ for NANA in Health & Wellness, Community-Driven Campaigns
Uzbekistan

Gold
– Synthesis Agency Tashkent with Khabi Media Tashkent ‘Weight of Pain’ for National Agency for Social Protection in Moving Image Craft & Production, Cinematography – Single

Sliver
– Synthesis Agency Tashkent with Khabi Media Tashkent ‘Weight of Pain’ for National Agency for Social Protection in Moving Image Craft & Production, Direction – Single

Globally, Ogilvy Singapore led the world in Gold Pencil wins with nine, all for ‘Vaseline Verified’ on behalf of Vaseline, working with Ogilvy South Africa Cape Town, Ogilvy UK London and Ogilvy New York.

Three agencies — LePub México México City, Rethink Toronto, and Uncommon Creative Studio London — had seven 2026 One Show Gold Pencils each, followed by McCann Paris and Omnicom Chicago with six each, Apple Cupertino and VML New York with five each, and Publicis Conseil Paris and Serviceplan Germany Munich with four each.

A showcase of all 2026 One Show Pencil and Merits winners can be viewed here.

Entries were received from 69 countries this year. The esteemed 2026 One Show global jury awarded agencies, studios, brands, production companies, and designers in 57 countries with 132 Gold Pencils, 162 Silvers, 296 Bronze, and 747 Merits.

The One Show 2025 Global Creative Rankings will be announced on May 18, 2026.

The One Club for Creativity – home of The One Show, ADC Annual Awards, Art Directors Club of Europe (ADCE) awards, ONE Asia Creative Awards, Type Directors Club TDC competition and scholarships, ADC Young Guns, Young Ones Student Awards, Next Creative Leaders, ONE School, ONE Creator Lab, Where Are All The Black People conference and career fair, Portfolio Night, Creative Week, and more – is the world’s foremost non-profit organization whose mission is to support and celebrate the success of the global creative community. Revenue generated from entries to its global awards shows goes back into the industry to fund programs that support industry access, creative education, professional development, and enhancement of creative careers around the world.

THE ONE CLUB
https://www.oneclub.org

DLO Energy Group Announces The Launch Of DLO Energy Resources Group Artist Prize

Meggan McCarthy, Modern Marketing

May 15, 2026

DLO Energy Group Announces The Launch Of DLO Energy Resources Group Artist Prize — Linda Mabhena-Olagunju, DLO Energy Group.

DLO Energy Resources Group Artist Price (‘DLO’)to be presented at the 2026 RMB Latitudes Art Fair. This inaugural award reflects DLO’s ongoing commitment to investing in African excellence, with a dedicated focus on supporting and elevating the work of African female artists.

As a company rooted in infrastructure development and long-term value creation across the continent, DLO recognises that sustainable growth extends beyond energy and into the cultural and creative economies that shape identity, innovation, and inclusive progress. Through this initiative, DLO seeks to contribute meaningfully to the advancement of African women in the arts, a sector where talent is abundant, but access to visibility, funding, and institutional support remains uneven.

In partnership with RMB Latitudes Art Fair and its Creative Connections platform, the Artist Prize forms part of the Fair’s 2026 programme. The award is acquisition-focused, providing direct financial support to the selected artist while also contributing to the development of thoughtful and representative corporate art collections.

In addition to the acquisition prize, the winning artist will receive fully sponsored access to entrepreneurship training through the DLO Skills Initiative, which aims to train Africa’s unemployed youth with critical entrepreneurship and vocational skills. This component is designed to equip the artist with the practical tools required to manage and sustain their practice as a business, strengthening long-term financial resilience and independence.

The recipient will be selected from a curated shortlist of exhibiting artists and announced at the Fair on 24 May 2026 in Johannesburg. In addition to the award, the selected artist will gain exposure to a network of collectors, curators, and institutions, supporting both the immediate and long-term trajectory of her practice.

Commenting on the initiative, DLO’s Founder and Chief Executive Officer, Linda Mabhena-Olagunju, said, ‘Artists are not often seen as entrepreneurs, yet they are, they are self-employed individuals who, at the highest levels, go on to create further employment within the broader ecosystem. It is therefore critical that they are equipped with the skills to manage themselves effectively. We should no longer accept a reality where artists struggle financially despite the depth of their talent and the discipline they bring to their craft. Through the DLO Skills Initiative, this award seeks to provide artists with the core business and entrepreneurial skills that can position them for long-term financial success.’

Mabhena-Olagunju, who studied at the National School of the Arts and remains a committed supporter of the creative sector, emphasised that this initiative reflects DLO’s broader vision of enabling African talent to thrive sustainably.The award presentation will take place as part of a broader gathering of leaders across business, investment, and the creative industries, creating a platform for dialogue, connection, and collaboration.

Africa’s contemporary art market continues to experience strong global growth, with increasing international demand for works by African artists and rising visibility across major auction houses, galleries, and institutions. However, a significant portion of Africa’s artistic and cultural output continues to leave the continent, often entering international private and institutional collections. DLO believes this underscores the importance of African institutions and companies actively building and preserving their own collections not only as custodians of cultural heritage, but as active participants in shaping the narrative and long-term value of African creative production.

By establishing and supporting corporate collections, and by investing in both artistic and entrepreneurial development, DLO aims to contribute to a more resilient and inclusive ecosystem, one in which African creativity is both globally recognised and meaningfully retained on the continent. Through the DLO Energy Resources Group Artist Prize, DLO reaffirms its role not only as a builder of energy infrastructure, but as a partner in shaping a more inclusive and dynamic African ecosystem, where creativity, leadership, and opportunity intersect.

DLO ENERGY GROUP

https://www.dloenergygroup.com

Africa’s First Music Strategy Agency Launched To Help Brands Navigate The Music Industry

Meggan McCarthy, Modern Marketing

May 15, 2026

The Racket Club is Africa’s first music strategy agency. From mismatched artist partnerships to campaigns that feel forced or inauthentic, the gap between brands and music culture remains wide. Brands are increasingly recognising the cultural power of music, yet many still get music marketing wrong. The Racket Club aims to close that gap.

The Racket Club has launched The Racket Club Music Division, Africa’s first specialist music-strategy agency dedicated to helping brands navigate the intersection between music, culture and marketing.

The agency works with brands and agencies to develop music partnerships, sonic identities and music-led campaigns from concept through to execution, helping brands collaborate with artists, labels and cultural communities in ways that are both culturally authentic and commercially effective.

‘Music is one of the most powerful cultural connectors between brands and audiences, but too often brands treat it as an afterthought,’ said Heemal Gangaram, who will lead The Racket Club Music Division. ‘The music industry operates very differently from the corporate world. If you don’t understand how artists, labels and management structures work, or how music culture evolves, it becomes very easy to misread the space.’

Gangaram’s experience spans both music production and brand partnerships. He co-founded Ganja Beatz, producing for artists including Cassper Nyovest, Riky Rick, PHFAT and Kyle Deutsch, and has worked on campaigns for brands including Budweiser, Samsung, MTV Base and Cell C. He was also involved in the Riky Rick Foundation’s ‘Stronger’ campaign, which won international recognition including a Cannes Lions award.

The idea for the agency emerged through discussions between Gangaram and Grant Pleming, founder of The Racket Club, who has spent more than two decades working across the music and creative industries, including building an independent record label and developing music projects both locally and internationally.

‘We kept seeing the same pattern – brands want to be part of music culture because of its reach and influence, but they often approach it without a deep understanding of how the industry works,’ said Pleming. ‘Heemal and I are music people first. This agency comes from a genuine passion for the culture and a belief that brands can engage with it in far more meaningful ways.’

Unlike talent agencies, The Racket Club Music Division does not represent artists, allowing the team to advise brands independently while drawing on a wide network of relationships across the music ecosystem from artists and producers to labels, promoters and creative communities.

‘Our role is not to push a particular roster,’ Pleming said. ‘It’s to bring the right people together and build partnerships that make sense culturally, creatively and commercially.’

When evaluating partnerships, the agency considers factors such as cultural alignment, audience fit, the role the artist will play in the campaign, creative output and how success will be measured.

The launch also reflects a broader shift in brand marketing as audiences become increasingly sceptical of traditional advertising. ‘People don’t connect with logos the way they used to,’ Gangaram said. ‘Music creates emotional connections. When brands work with artists in the right way, it can build trust and relevance in ways traditional marketing can’t.’

Looking ahead, the agency believes music will play an even greater role in brand marketing as companies invest more in artist partnerships, music ownership and sonic identity.

‘As AI increases the amount of content being produced, original human-led music and culture will become even more valuable,’ Gangaram said. ‘The brands that understand this and work with artists authentically, will be the ones that stand out.’

For Pleming, the launch reflects The Racket Club’s broader ambition to operate at the intersection of culture, creativity and strategy. ‘Music has always been one of the most powerful cultural forces in the world,’ he said. ‘Our role is to help brands participate in that culture in a way that is credible, thoughtful and genuinely collaborative.’

For more information, please visit www.theracketclubmusic.agency

THE RACKET CLUB
https://wearetheracketclub.com

Effective Entrepreneurs Rarely Operate In Isolation

Rae

May 14, 2026

Effective Entrepreneurs Rarely Operate In Isolation — Allon Raiz, Raizcorp.

Entrepreneurs must build products or services that meet complex and evolving customer needs, manage cash flow, grow teams and respond to shifting market conditions, often all at once. And they must do it in an environment where the odds are not always in their favour. Starting a business often means navigating unfamiliar territory while making high-stakes decisions in real time.

In South Africa, small businesses play a vital role in the economy, contributing significantly to GDP and employment. Yet the path to sustainability is far from guaranteed, with estimates suggesting that between 60% and 80% of small businesses fail within their first few years of operation.

Against this backdrop, entrepreneurship can easily begin to feel like a solitary pursuit. Many founders believe they are expected to have all the answers and demonstrate constant certainty. But this expectation is often one of the biggest barriers to growth.

‘The idea that entrepreneurs must navigate every challenge alone is deeply misleading,’ said Allon Raiz, CEO of Raizcorp. ‘Asking for help is not a weakness. It is one of the most powerful leadership behaviours a founder can develop.’

The most effective entrepreneurs rarely operate in isolation. Instead, they rely on mentors, advisors and peers who have faced similar decisions before them. In many ways, this, says Raiz, reflects a form of ‘entrepreneurial ubuntu’, where progress and success are strengthened through community.

Globally, business leaders emphasise the importance of collaboration and seeking guidance. Entrepreneurs such as Emma Grede, co-founder of the fashion brand Good American, have spoken openly about reaching out to competitors when facing a complex business challenge. Her reasoning was simple: sometimes the person best placed to help you solve a problem is someone who has already solved it themselves.

This perspective highlights an important shift in how leadership should be understood. Asking for help is not simply about support or reassurance, it directly influences how entrepreneurs make decisions about pricing, partnerships, market entry and operational systems. Without external input, founders are often forced to make these decisions in isolation, which can limit growth, delay access to markets and reinforce inefficiencies within the business.

Why Ask For Help?

In the South African context, isolation is a common reality for entrepreneurs. Many operate their businesses without access to experienced mentors, banking professionals, strong professional networks or peer communities where challenges can be openly discussed. As a result, capability gaps persist, not because entrepreneurs lack ambition, but because they lack structured access to guidance and shared learning.

‘Operating in isolation means having to make critical decisions without the benefit of perspective,’ said Raiz. ‘This can lead to slower growth and costly mistakes, and missed opportunities that could otherwise have been avoided. Access to experienced mentors who have already walked the entrepreneurial path successfully, as well as peer communities of founders facing similar early-stage challenges, plays an important role in bridging the capability gap that still exists in the local entrepreneurial ecosystem.’

Learning from others accelerates understanding and helps entrepreneurs avoid reinventing the wheel. Instead of spending valuable time solving problems from scratch, entrepreneurs can draw on the experience of others and focus their energy on building resilient and commercially viable businesses.

That being said, mistakes are also a crucial part of the learning journey and an inevitable part of building a business. The challenge is ensuring those mistakes become learning moments rather than fatal setbacks.

Structured Entrepreneurship Ecosystems Are Important

‘Successful leadership and entrepreneurial journeys do not come from having every answer,’ said Raiz. ‘Recognising when to seek guidance and surrounding yourself with people who help you think more clearly about the decisions you need to make is what helps build a stronger business.’

As South Africa continues to look to entrepreneurship as a driver of economic growth and job creation, the focus must extend beyond funding and access to opportunity. The ability to draw on the experience of others is what ultimately determines whether businesses remain small or scale sustainably. In this context, asking for help is not a weakness, but a competitive advantage.

RAIZCORP
www.raizcorp.com

Demographica Announces New Managing Director

Rae

May 14, 2026

Demographica Announces New Managing Director — Marloe Wise, Demographica.

Demographica’s Chief Client Officer Marloe Wise has taken up the role of Managing Director, succeeding the agency’s founder Warren Moss, who has been at the helm for close on 19 years. Wise has been a pivotal force in Demographica’s success for over 15 years, shaping the agency’s culture, refining its operations, and leading key client relationships.

This appointment marks a natural progression, reflecting her proven leadership and the agency’s entry into an exciting growth phase.

‘Marloe is the ideal leader to guide Demographica’s day-to-day operations and take it into its next chapter. The business has matured to the point where it deserves a Managing Director solely focused on growing Demographica,’ said Warren Moss, Founder, Demographica.

This change aligns with the ongoing evolution of Demographica’s investments in Halo and Second Rodeo. Whilst Moss will continue to play a role in Demographica, that role will focus on ensuring clients have access to the group’s full depth of expertise. He will also be actively involved in the growth ambitions of Halo and Second Rodeo.

‘Demographica has always been driven by smart humans and strong client partnerships, and I’m excited to lead the agency into its next phase. Having spent much of my career helping shape the agency alongside an incredibly talented team, this next chapter feels both natural and energising,’ said Wise.

The transition has been in play since January, with both Wise and Moss working to ensure a seamless experience for clients and continued delivery of the sharp, insight-led work Demographica is known for.

C1W Initiative

Change 1 Woman (C1W) aims to empower women in the branding, print and signage industries. If you have any trend/business articles related to the branding and marketing industries, please email content to: meggan@practicalmedia.co.za. Follow C1W on Facebook and LinkedIn for more updates.

DEMOGRAPHICA
www.demographica.co.za

Flow Communications Adds Two New Clients To Its Portfolio

Meggan McCarthy, Modern Marketing

May 13, 2026

Flow Communications Adds Two New Clients To Its Portfolio

Flow Communications announces the addition of two new clients to its portfolio: the new national lottery operator, Sizekhaya, and the tourism group, Tourvest Destination Management.

The new business wins come as Flow celebrates its 21st anniversary and builds on its recognition as the best large PR agency in South Africa at the 2025 PRISM Awards, the industry’s top honours presented by the Public Relations Institute of South Africa.

‘We are delighted to welcome Sizekhaya and Tourvest Destination Management into the Flow fold. These wins speak to the kind of partnership-led work that Flow values most.

‘We work alongside our clients to understand their ambitions and challenges, and to deliver communications that are not only strategic, but genuinely impactful,’ said Tara Turkington, chief executive at Flow Communications.

Sizekhaya, the recently appointed national lottery operator, represents a significant and high-profile addition to Flow’s client base. The business plays a critical role in generating funding for community upliftment, sport and development initiatives through the National Lottery Distribution Trust Fund.

Flow’s role centres on strategic communications and reputation management as Sizekhaya delivers the lottery to the nation, including driving greater accessibility, increased participation and enhanced player experiences.

Historically operating in a business-to-business environment, Tourvest Destination Management is now expanding into the consumer space, offering bespoke, high-end travel experiences for affluent global travellers.

The group has appointed Flow to support the digital development of its newly launched consumer-facing brand, Your Africa. The agency’s remit involves developing and entrenching Tourvest Destination Management’s consumer proposition across digital platforms, including website development, content creation, social media and performance marketing.

‘This is a diverse and dynamic group of clients, each at an important point in their growth journey,’ Turkington said. ‘Across each of these businesses, our focus is simple: to work closely with our clients and deliver communication that has real impact.’

The new client wins underscore Flow’s continued momentum and its ability to attract organisations seeking a collaborative, insight-driven communications partner.

FLOW COMMUNICATIONS
www.flowsa.com

The Right PR Partner Can Contribute Meaningfully To Long-Term Business Performance

Meggan McCarthy, Modern Marketing

May 13, 2026

The Right PR Partner Can Contribute Meaningfully To Long-Term Business Performance

Selecting the right PR agency is becoming significantly more demanding. It is no longer a straightforward decision, but one that requires a more rigorous and commercially grounded approach, as the communications landscape grows increasingly complex and the lines between earned, paid and owned media continue to blur.

The public relations industry is projected to exceed R600 billion in value in the coming years. In South Africa, this growth is mirrored by rapid digital adoption, with more than 45 million internet users and over 26 million active social media users, intensifying competition for attention across platforms.

Public relations operates alongside social media, influencer partnerships and paid amplification. Despite this, many organisations still approach agency selection without clearly linking communications to business outcomes, resulting in visibility without meaningful impact.

The following considerations offer a practical framework for executive teams navigating this decision in a more complex and competitive environment, helping to bring focus to key factors that should be considered when selecting a PR partner.

1. Define The Business Outcome Before Evaluating The Agency

Clarity at the outset remains one of the most important factors in determining success. Without clearly defined business outcomes, even well executed campaigns struggle to deliver measurable value. Organisations that align stakeholders around specific objectives from the beginning are far better positioned to brief agencies effectively and assess performance over time.

2. Evaluate Integrated Capability, Not Standalone PR

One of the most significant shifts in the industry has been the move towards integrated communications. Earned media now works alongside social media, influencer partnerships, paid amplification and owned content platforms, with stories expected to travel across multiple channels and formats.

Agencies focused purely on traditional media relations are often limited in their ability to sustain momentum beyond initial coverage. Organisations should prioritise partners that can extend narratives across paid, earned, shared and owned channels, ensuring consistency and longevity. Integration is no longer a differentiator, but a baseline expectation.

3. Assess Sector Expertise Alongside Broader Thinking

Industry experience remains important, particularly in regulated sectors such as financial services, healthcare and technology. However, limiting agency selection to sector specialists alone can restrict perspective.

Agencies working across industries often bring fresh thinking, applying insights and storytelling approaches that help brands stand out in saturated markets. The strongest partnerships strike a balance between sector understanding and broader commercial awareness.

4. Interrogate Track Record, Not Just Credentials

Awards and client portfolios remain important indicators of an agency’s capability and industry recognition. South Africa has a well-established ecosystem of PR and marketing awards that celebrate excellence and measurable impact, helping to raise standards across the industry.

Organisations should assess the thinking behind campaigns, the relevance and quality of coverage, and the extent to which activity supports defined business outcomes. Ultimately, the value lies in how consistently an agency can translate that capability into meaningful commercial impact.

5. Understand How The Agency Approaches Media

Media relations remains a core pillar of public relations, but the environment has shifted significantly. Newsrooms have fewer journalists producing more content. Research indicates that for every seven PR professionals there’s one journalist, highlighting how competitive the media landscape has become. Journalists often receive more than 50 pitches per week, reinforcing the need for relevance and precision.

Agencies that rely on mass distribution struggle to break through. Effective partners demonstrate strong relationships, editorial judgement and the ability to identify credible angles that resonate. In this environment, targeted engagement consistently outperforms volume.

6. Choose The Right Engagement Model For Your Objectives

The structure of the agency relationship should reflect the nature of the business challenge. Retainer models are more effective for organisations focused on long term positioning and reputation building, while project-based engagements suit launches or defined campaigns.

It is important to distinguish between short term activity and sustained programmes. One-month campaigns do not deliver meaningful results, and while three-month campaigns can begin to build traction, real impact is typically achieved through consistency over time. Public relations is not a switch that can be turned on and off. It requires continuity to build credibility and momentum.

7. Identify Risks Early In The Selection Process

The pitch process itself often reveals how an agency operates. Warning signs include guarantees of media coverage, generic proposals and limited evidence of understanding the client’s business.

It is also important to assess potential conflicts within an agency’s client portfolio. Where agencies represent competing brands within the same category, this can raise questions around confidentiality.

Public relations is not transactional. Agencies that take the time to understand your business, your competitive landscape and your objectives from the outset are far more likely to deliver results that translate into meaningful commercial impact.

8. Prioritise Measurement And Accountability

The ability to demonstrate impact sits at the centre of modern public relations. Organisations should expect reporting frameworks that connect communications activity directly to business outcomes.

Leading agencies now evaluate PR through a broader lens, including website traffic, SEO authority, search visibility, audience reach, engagement quality, and contribution to lead generation and sales pipelines. PR is increasingly integrated into marketing performance, contributing to brand lift, inbound enquiries and revenue influence.

The most effective partners demonstrate not just where a story landed, but how it performed and what it delivered.

In a market where competition for attention continues to intensify, the commercial value of communications is becoming increasingly clear. Research shows that brands with a 10 percent excess share of voice can deliver up to 0.5 percent annual market share growth, reinforcing the link between sustained visibility and business performance.

Trust remains a critical driver, with earned media trusted by more than 60 percent of business audiences, often outperforming paid channels in credibility and influence. Selecting the right PR partner is not simply about generating coverage, but about securing an agency that can contribute meaningfully to long term business performance.

HOOK, LINE & SINKER
www.hooklinesinker.biz

MRF Releases Five Years Of Consumer Data

Meggan McCarthy, Modern Marketing

May 13, 2026

MRF Releases Five Years Of Consumer Data

The Marketing Research Foundation (MRF) has released 5 years of consumer data in the latest Marketing All Product Survey (MAPS®) data. It covers the full 2025 calendar year, completing five consecutive years of continuous consumer and media data. Marketers, advertisers and media agencies can trend five full calendar years of South African consumer behaviour, media consumption and spending patterns from a single, nationally representative dataset.

A Milestone for the Industry

This release, the 22nd quarterly update since MAPS® launched in mid-2020, covers a South African adult population (age15+) of 45.69 million people across all nine provinces, all districts and all municipalities. The survey is conducted via stratified random sample, with 228 field interviewers conducting 20,000 face-to-face interviews per year, supplemented by more than 10,000 leave-behind questionnaires annually.

‘This release marks yet another major milestone in the MAPS journey,’ said Johann Koster, CEO of the MRF. ‘We now have five full calendar years’ worth of data available. That is more than five years of continuous fieldwork and data collection, making MAPS a very powerful strategic tool.’

The dataset covers more than 5,000 brands across 800-plus survey questions, spanning demographics, media interaction, financial services, retail, fast food, e-commerce, alcohol consumption, motor vehicles and more.

Five Years Of Data: What It Means For Planners

The value of five complete calendar years in a single longitudinal dataset is direct. Media planners can now determine whether a shift in platform consumption reflects a post-disruption rebound or a structural change. Brand managers can assess whether category growth is cyclical or permanent. Strategists can build forecasts grounded in observed behaviour rather than assumption.

The five-year window spans some of the most disruptive periods South African consumers have experienced: the Covid-19 lockdowns of 2020, supply chain disruptions and energy cost pressures from 2022, the high inflation and high interest rate environment of 2023 and 2024, and the early signs of recovery in 2025.

‘MAPS is a very powerful record of consumer behaviour through adversity and challenge,’ said Koster. ‘It is therefore a powerful tool to use in planning for the future, particularly as the global environment remains volatile and difficult to predict.’

Headline Findings: 2025 Data

Demographics And Income

The adult population (age 15+) grew 5% to 45.69 million between 2021 and 2025 . Average personal income increased to R7,510 in 2025, up from R6,774 in 2024 and R5,103 in 2021. Average household income reached R15,068, compared to R11,802 in 2021.

Consumer Sentiment

47% of respondents cited the cost of food and groceries as their primary worry in 2025. Crime and violence was cited by 46%. On personal finances, 52% reported their situation was about the same as the previous year, while 20% said it was a little better, a modest improvement on 2024.

Economic And Financial Strain

Despite income gains, financial pressure remains visible in consumer behaviour. The number of consumers who took out a loan in the past 12 months increased 58% year on year. Food remains the primary reason for loans, cited by 38% of borrowers in 2025 versus 34% in 2023. The proportion of consumers who save or invest has declined 46% since 2021. Monthly eating-out frequency dropped 58% between 2021 and 2025.

Media: Social And Digital

Social media penetration reached 72% of the adult population in 2025 (P4W), up from 53% in 2021. WhatsApp leads with 31 million monthly users, followed by Facebook at 25 million and TikTok at 18 million. TikTok grew from 9% penetration in 2021 to 39% in 2025. Internet connection in the home reached 34% of households in 2025, up from 9% in 2021, with 6.7 million households now holding fixed internet access.

Television

TV penetration (P7D) averaged 49% in 2025, with 78% of households owning a TV set. DStv penetration averaged 32%. SABC1 remains the most-watched channel, followed by e.tv.

Streaming And Audio

On-demand streaming penetration averaged 21% annually. Netflix leads at 79% of streaming users, followed by Showmax at 38% and YouTube (paid) at 16%. Radio penetration (P7D) averaged 38%, declining from 68% in mid-2021. Ukhozi FM leads with the highest weekly listenership. While digital streaming is slightly up, audio listening in general seems to be under pressure. Given the growth across video viewing, short form and long form across socials and streaming services, video could be taking share from audio listening. People are rather watching short videos or music videos on social than listening to radio.

Retail And Grocery

Average monthly grocery spend reached R2,169 in 2025, up from R1,877 in 2021. Shoprite/Checkers Xtra Savings leads loyalty card penetration at 44%, with 49% of the population holding at least one store loyalty or rewards card. Online clothing purchases are growing, with Shein and Temu now among the top e-commerce retailers.

Financial Services

77% of adults hold a bank account (excluding SASSA accounts). Capitec holds the largest share of primary banking relationships at 43%, up from 37% in 2021. 37% of the population hold insurance of some form, and 32% have funeral cover.

MAPS® is produced by the MRF in partnership with Plus 94 Research and is available to subscribers on a quarterly basis.

The MRF invites broader industry participation in its governance structures, including an upcoming board nominations process for subscribers, an annual call for questionnaire proposals expected in June 2026, and opportunities to participate in the data scrutiny process.

Full presentations, technical reports and supporting documentation are available at www.mrfsa.org.za

MARKETING RESEARCH FOUNDATION
mrfsa.org.za

AI Has Amplified The Value Of PR

Meggan McCarthy, Modern Marketing

May 13, 2026

Nicola Tarr, Tribeca PR.

According to Nicola Tarr, managing partner, Tribeca PR, AI-powered search is reshaping how people find information. Consumers are no longer scrolling through pages of links on Google or searching social media for answers. They are asking AI engines direct questions and receiving summarised responses drawn from multiple sources such as news coverage, expert commentary, reviews and online conversations.

The shift is already measurable. Google’s referral traffic has reportedly declined significantly, with some studies projecting drops of more than 40% over the next three years.

Traditional search is being replaced by AI-assisted search as consumers become more comfortable using AI tools. More importantly, AI search engines favour citing earned, shared and organically created owned content over paid placements. According to a Gartner study, more than 95% of links cited by AI engines are non-paid mentions and coverage, with 27% originating directly from earned media.

In other words, AI does not prioritise who paid the most. It prioritises what is credible.

AI models mine earned media for third-party validation. They look for authoritative sources, reputable journalism and expert commentary. That makes earned coverage a primary driver of brand discoverability in AI-generated answers. PR is no longer an optional reputation layer; it is becoming a visibility engine.

We have seen over the years that marketing budgets have steadily shifted towards digital channels and paid media. It was about measurable clicks and tracking conversions at scale. But in an AI-driven environment where the click itself is losing appeal, the rules change.

Competing for visibility is no longer about buying attention. It is about earning citation.

If your brand is not consistently present in credible media, it is less likely to surface in AI responses. AI engines are constantly scanning and indexing information. Brands that do not maintain sustained, authoritative visibility risk becoming invisible in the very tools consumers rely on for decision-making.

This is why we are seeing renewed focus on thought leadership, executive profiling and scaled organisational spokesperson visibility. Credible journalism matters more than ever. In a world shaped by machine-generated answers, human authority wins AI trust.

At the same time, reputation has become a strategic differentiator. We operate in an environment saturated with misinformation, paid influence and content created for reach rather than relevance. AI systems attempt to filter that noise by favouring sources with established credibility. Brands that have invested in long-term reputation-building are more likely to be cited.

AI Has Not Diminished The Value Of PR. It Has Amplified It.

The implications for business leaders are significant. Communications strategies built purely around paid amplification and performance metrics will struggle to deliver the same return in an AI-dominated search landscape. An always-on, earned-first approach is no longer a nice-to-have; it is a strategic necessity.

This means structured thought leadership, consistent media engagement, authoritative commentary and an always-on presence in credible publications. It means treating reputation as the foundation, not a campaign activity.

PR is stepping back into the centre of the communications mix, not because of nostalgia, but because of technology.

In the AI search era, brands will not win by shouting the loudest. They will win by being cited.

TRIBECA
www.tribecapr.co.za

IMM Institute Excellence Awards Recognise South Africa’s Top Marketing And Supply Chain Talent

Meggan McCarthy, Modern Marketing

May 13, 2026

IMM Institute Excellence Awards Recognise South Africa's Top Marketing And Supply Chain Talent

Top marketing and supply chain professionals in South Africa were recognised at the IMM Institute Excellence Awards Gala Dinner, presented in partnership with Kwikot, at The Venue, Melrose Arch on 8 May 2026. The awards were adjudicated by an independent panel of senior industry professionals, and were drawn from a competitive field spanning students, entrepreneurs, corporate teams and emerging talent. ‘This year’s Excellence Awards once again affirmed the calibre of talent, leadership and innovation shaping Africa’s marketing and supply chain professions,’ said Irene Gregory, CEO of the IMM Institute.

The evening’s highest honours went to two individuals who have shaped the landscape of their professions. Santie Botha received the Marketing Lifetime Achievement Award for what Gregory describes as her ‘extraordinary leadership legacy and enduring contribution to business transformation.’ Prof. Douglas Boateng was awarded the Supply Chain Lifetime Achievement Award in absentia. ‘His exceptional thought leadership has left an indelible mark on the profession,’ Gregory noted.

This year also saw the launch of the inaugural Sustainability Impact Award. ‘The new category drew exceptional finalists and highlighted how purpose-driven innovation is becoming central to business success,’ said Gregory. ‘Its winner set a compelling benchmark for how sustainability can move beyond compliance to become a genuine driver of commercial and societal value.’ The award went to Emmanuel Bonoko, founder of Brandscapers Africa and the EBonoko Foundation, whose agency serves clients including Standard Bank and Shell South Africa.

The Winners In Each Category Were:

Marketing Student Of The Year: Sophia Downes
Graduated cum laude with a BBA in Marketing Management and currently pursuing her Honours, Downes combines academic excellence with an entrepreneurial spirit.

Supply Chain Student Of The Year: Kay Whitehead
The Stellenbosch-based professional graduated top of her class and achieved a 97% overall score in the judging process.

Emerging Marketer Of The Year: Thabang Modiba
Category Brand Manager at Mondelez International, Modiba has nearly a decade of FMCG experience and deep expertise in high-growth market brand strategy.

Emerging Supply Chain Practitioner Of The Year: Jarett Lynch

At 25, Lynch has three years’ experience across international shipping, customs clearance, logistics, warehousing and distribution.

Marketer Of The Year: Sydney Mbhele
Group Chief Marketing and Corporate Affairs Officer at Absa, Mbhele’s career spans Unilever, SABMiller, Nedbank and Liberty.

Supply Chain Professional Of The Year: Malle Mabelane
With over 15 years of cross-sector experience, Mabelane leads procurement across Legal and IP at Sasol.

Corporate Marketing Team Of The Year: Pace Auto Group
The proudly South African vehicle rental company was recognised for creative, cohesive and commercially effective marketing across its national footprint.

Corporate Supply Chain Team Of The Year: National Transmission Company South Africa (NTCSA)
NTCSA was recognised for its strategic approach to supply chain excellence within a critical national infrastructure context.

Entrepreneur Of Yhe Year: Carl van Blerk
Founder of Food Sock Meals and Heartfelt Foods, van Blerk is a Top 5 Startups honouree and FlySafair Business Booster Award winner.

Reflecting on the evening, Gregory points to a broader shift under way across the continent. ‘The overall quality of this year’s winners and finalists reflects a growing depth of strategic thinking, innovation and professional maturity across our industries,’ she said. ‘Collectively, this year’s awards signal an exciting shift toward more integrated, future-focused leadership across Africa’s professional ecosystem.’

IMM INSTITUTE
www.imminstitute.co.za

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